iabc social media measurement workshop

How long is a piece of string

Prepared by: Kevin Hayes Communicatto Inc.

IABC Digital Measurement Workshop


Your pilot Kevin Hayes Digital Media Strategist Communica?o @kevinhayesca | @communica0o | #IABCyycEvents [email protected]


The agenda

Let’s tell stories


The agenda

•  Digital media review •  Exercise •  5 quesHons analyHcs should answer •  Q&A

The purpose of social


The purpose of digital

Website blog


Digital framework

People ObjecHves Strategy Technology


•  Situation •  Objectives •  Audience •  Personas

Digital framework

•  Strategy •  Tactics •  Actions •  Creative

•  Crisis •  Controls •  Resources


Credit: Preview Networks


What’s your score card?

Pla;orm Media Achievement Website Owned Social media Social SEO Earned AdverHsing Paid Blogs/Public conversaHon Earned

How do we know what is working?


Content consump@on •  Are people engaging with our content? •  Do they care what we have to say? •  Is it making a difference? •  Did we influence Hcket sales, change

opinion, hire more people, <insert business problem here>?

What are the most important outcomes?


Conversions

Digital Media AcHvity


Conversions




Your funnel of success

•  Total website/blog traffic •  Fan/Follower base •  Impressions/Reach •  Content read •  Time on site •  Bounce rate

•  Time on site •  Content consumed, customer response

•  Move to website •  Share content

•  View specific content •  MenHon story in news •  Buy widget •  Apply for job


The readers

Data nerd MarkeHng Manager Directors CEO

Image source: kaushik.net


Goals

Outcomes

The purpose for your existence

Goals Goals

KPI’s KPI’s KPI’s

Target’s Target’s Target’s


Increase in social media conversaHon Increase in website traffic Blog content consumed

•  Build community •  Increase in engagement •  Leverage influencers

•  Increase in blog readership •  Increase traffic from search

engines to product page producing page views

•  Conversion goals met

•  Time on site is above average

•  Low bounce rate •  Page views are about

average

•  Generate more inbound traffic •  Increase awareness •  Generate conversaHon with community

Build awareness of the posiHve economic impact that the Chimney Sweepers of Canada contribute

•  Increase fans by 7% •  Increase shares by

12% •  Get menHoned in 1

blog post

•  Acquire 15 new subscrib. •  Increase inbound page

views by 15% •  Develop conversion path

•  Increase duraHon to 1:45 •  Decrease bounce rate to

42% •  Increase page views to

2.45


5 W’s of a measurement plan

Why measure: Your existence Where you stand: Internally & Externally When to validate: Monthly | Quarterly | Annually What to measure: The framework Who needs to understand: the boss, you, funders, the board


What you see is the tip of the iceberg

What do you look like?


Social Audience

Company 1 Company 2 Company 3

38,951

18,896

8,110


Social AcHvity


123

93

48


Social Engagement


445

439

435

Exercise!


Components

We need more Twi?er followers!

Facebook: 855 fans Twi0er: 358 followers Blog: 600 visits per month

Twi0er •  QuesHons about your farm •  Where to buy •  Complaints

Facebook •  Recipes •  Cheese events •  Behind the scenes

•  Digital wine and cheese •  Wine pairing webcasts •  How to throw a killer party •  Cheesiest joke compeHHon

Blog

Exercise 1

Top 5 measurement questions


Your job

Image source: yourstory.com


What to measure

Website •  Visits and visitors •  Bounce rate •  Exit rate •  Conversion rate •  DuraHon •  Traffic Sources •  Exit page

Social media •  Engagement •  Comments •  Shares •  Clicks anywhere

•  Reach/Impressions •  Content consumed •  Click through rates •  Frequency •  Community building


5 questions that translate digital into English

1. Are we reaching the right people? 2. Is our content useful? 3. Are they doing something we care about? 4. Is this affecHng our business posiHvely? 5. Are we setup for success?

Are we reaching the right people?


Age, location, geography



43.46% 43.66% 1.37% 1.07% 0.13% 1.65%


Are we talking to the right people?

Industry

Seniority


Check the list


Summary

Are we talking to the right people? -‐  Age, gender, geography -‐  Demographic aligns with digital strategy personas -‐  Interest groups are in alignment -‐  No reporHng tool has the perfect informaHon

Is your content useful


Useful content


Not everyone on Facebook is a winner


How to measure usefulness

Twi0er Imp Eng RT’s RP Fav URL Cl Details Emb. Media. Click Who needs a corner office when you've got views like this? Send us a scenic picture of your broom! #Chimneylife h?p://t.co/1XtT7I0

75,183 687 75 12 38 55 17 48

Keep sending us your pics of #chimneys! Thanks @yvrchimneys for sharing this shot of this beauty Pot. h?p://t.co/QBQiXEDep4 68,172 389 50 15 23 22 2 55

Learn about the #technology that is going to make this chimney the warmest in town: h?p://t.co/3WLmOv3kvJ #Chimney 55,468 233 10 12 22 15 19 0

Grow your career with us! Here's where you can find opportuniHes to join our team: h?p://t.co/LWUbbH8PnF #careers

32,156 174 55 1 7 8 6 0

Working on a roof can sure beat working at a desk. RT if this is your high-‐rise office! #rooflife h?p://t.co/wnsXUHJAWF 23,953 85 22 23 7 23 6 12

Facebook Type When Reach Impressions Engagement Join our team as a chimney sweep! Our Western Canadian division is hiring: http://bit.ly/1ARvDhv #TakinCareOfChimneys Link

8-6-14 3:00 PM 13,559 38,984 7.4%

What is your next step? Grow your career close to home? Work abroad? Experienced hands, explore your options here: http://bit.ly/1vEgSjo6 Link

7-30-14 10:00 AM 12,564 37,771 6.8%

We're adding new Chimneys to houses, which means we're hiring! Check out the opportunities to sweep with us: http://bit.ly/1vEg4S5 #jobs Link

9-29-14 2:00 PM 8,900 17,323 4.2%

New job posting: We're hiring Broom makers for various chimneys in NS, MB, ONT. Apply here: http://bit.ly/1AdaD Om #chimney #yeg Link

8-1-14 9:21 AM 5,719 15,648 6.8%

Tell us: What made you choose a career in the #ChimneyInspection? Photo

9-30-14 10:00 AM 4,358 12,267 4.3%


Visitors


Activity


Pageviews


The spike


On Facebook

Post Message Posted Reach

labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi http://ut.ali ex ea #commodo

8:15 AM 59,776


3:38 PM 26,768


1:02 PM 17,720


10:07 AM 15,832


12:30 PM 24,056


7:00 AM 31,936


12:30 PM 20,232


7:00 AM 23,960


1:57 PM 37,120


7:00 AM 5,640


Is our content useful?

Is our content useful? Are they doing something with the content •  Engaging •  Sharing •  Viewing •  Findable

Are they doing something we care about?


•  Shares •  Likes •  Comments •  Website clicks •  Video play


•  Video play •  Comments


•  Video play •  Comments •  Page views •  Calls to acHon •  Content sale


``

Is this affecting our business positively?


Image credit: moz.com


Is this affecting our business positively?

ü  Is the content being consumed? ü  Are the users moving around your social plauorms? ü  Are people coming back to your website? ü  Are you providing value in the selling process? ü  Are they converHng?

•  Views •  Forms •  Inquiries •  Watching content


Exercise!


Components This isn’t working!

Facebook: 855 fans Twi0er: 358 followers Blog: 600 visits per month

1.  We need more website traffic! 2.  We aren’t selling cheese from our Twi?er page! 3.  The Pink Cow has more Facebook fans than us! 4.  Let’s buy some fans, I know a guy in India.

Provide counters to these arguments

Are we setup for success?


The 4 essentials

1. Digital strategy 2. Editorial calendar 3. Publishing plauorm 4. Measurement plan


Strategy

People ObjecHves Strategy Technology


Editorial

Quarterly Theme

Month 1 Month 2 Month 3

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4


Publishing


Measurement

Repor@ng: $$ Listening: $$ -‐ $$$$ Analysis: $$$$ •  Sprout Social •  NaHve analyHcs •  Google analyHcs •  Social Bakers

Simply Measured RivalIQ

•  Zuum •  Radian6 •  Heartbeat


How does everyone play together?

Social Media Blog

Website Blog Specific landing page

Facebook Twi?er Linkedin

Website


Key element!!


The questions we are always answering

1. Are we reaching the right people? 2. Is our content useful? 3. Are they doing something we care about? 4. Is this affecHng our business posiHvely? 5. Are we setup for success?

Q&A Measuring Digital Media

Kevin Hayes, Digital Media Strategist

403 771 5229

[email protected] @kevinhayesca | @communicatto Communicatto

iabc social media measurement workshop

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